SHANGHAI: TBWA Lee Davis China (李岱艾)has snatched the LG Electronics brief from Leo Burnett in a four-way pitch to find an agency to handle the launch of its high-tech digital technology television products.

Fellow Omnicom agency Optimum Media Direction(浩腾媒体) won the media assignment. No billings figures were revealed. Last year, ACNielsen put its marketing communications spend at just over US$4 million.

TBWA Greater China chairman Andrew Lee(李峰权) said the agency formulated a comprehensive promotional strategy which would include TVCs and outdoor executions. The campaign is expected to roll out at the beginning of next year. "The new campaigns will position LG as a producer of high-tech products targeted at the high income segment," Lee said.

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